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<I>Hulk</I> DVD's Sample Game a Good Move

31 Oct, 2003 By: Erik Gruenwedel

Buoyed by a target male demographic that typically craves action-adventure and video games, the inclusion of a sample game paid dividends for Universal Studios Home Video's The Hulk, which took in $2.5 million in retail sales 48 hours after its Oct. 28 DVD release.

The DVD version of the $132.1 million box office The Hulk, starring Jennifer Connelly, Eric Bana, Sam Elliott, Josh Lucas and Nick Nolte, among others, features a playable level of the Xbox video game on a second disc -- an industry first, according to USHV.

How much of a quantified impact the video game had on initial sales USHV officials won't say, but they admit the combination helped drive publicity and consumer interest.

“That was a strategy for us, because we wanted to broaden the title, and we felt [the game] really helped to broaden the user base,” said Ken Graffeo, EVP of marketing at USHV.

Other bonus material on the DVD includes behind-the-scenes footage, enhanced viewing options that allow users to manipulate a 3-D Hulk model, and cast and crew commentaries.

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